The Journal

Issue date: 4/13/06 Section: News

Busch

August Busch IV, president of Anheuser Busch, captivated an audience of more than 400 people, which included former Gov. Bob Holden, with company advertisements and advice for running a successful ad campaign in business.

Busch was invited to speak as part of the School of Business and Technology's 2005-2006 Success to Significance Speaker Series "Leadership" April 4.

Jennifer Willis, special events coordinator at Webster who helped organize the event, now in its fourth year, said 420 people called to R.S.V.P., which was why the event was moved from the Winifred Moore Auditorium to the Loretto-Hilton Center.

"It was a good problem, none of the other three previous speakers have ever garnered this much interest or response," Benjamin Akande, dean of the School of Business and Technology, said about the move to a bigger location.

In his speech, Busch spoke about the problems his company has encountered in recent years as the marketplace has shifted toward different beverages. He then addressed the solutions Anheuser Busch will use to gain market share, keeping the speech simple and pointed.

"This morning, I'd like to talk to you about one of my favorite topics," Busch said at the opening of his speech. "Obviously, that is beer."

Busch then talked about advertising that has been successful for Anheuser Busch. Audience members enjoyed commercials from the latest ad campaigns. These ads included the "magic fridge" commercial where a group of men prayed for the return of a fridge full of beer and the "American dream" commercial, where two older Clydesdale horses help a younger Clydesdale push a wagon full of beer.

Busch said the ads "help illustrate clear and consistent brand messages" that connect to the target audience.

"There have been shifts in consumption," Busch said. He showed charts depicting how the beer industry has begun to decline slightly over the past few years.

Busch affirmed that beer, which accounts for about 57 percent of alcohol consumption, is still America's favorite alcoholic beverage.

Busch said consumers are offered more variety in alcoholic beverages. Baby boomers have more disposable income and health concerns have led to an increase in wine sales.

"If consumers are changing, we have to lead that change," Busch said.

Busch challenges his company to "make great beer and to
make beer great."

Continued...

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